Methods and apparatuses to select communication tracking mechanisms

Abstract

Methods and apparatuses to select tracking mechanisms for the performance determination of advertisements. One embodiment includes: selecting one reference type from a plurality of reference types; and determining a reference of the selected type, the reference to be embedded in an advertisement to count communication leads generated from the advertisement. In one embodiment, the advertisement is to be charged according to a performance measure based on communication leads generated from the advertisement. For example, a price for the advertisement can be specified by a party for which the advertisement is to be presented. For example, the advertisement can be charged in response to a voice communication responding to the advertisement. In one embodiment, the plurality of reference types correspond to different mechanisms to track communication leads generated from the advertisement.

What is claimed is: 
     
       1. A method, comprising:
 processing a transmission received via a network by a server system, the transmission corresponding to a request for an advertisement; in response to the request: 
 estimating by the server system a likelihood of response to an advertisement based at least in part on the request; 
 based at least in part on the estimated likelihood of response, selecting by the server system a first tracking mechanism from a plurality of different tracking mechanisms; 
 transmitting by the server system a version of the advertisement via the network, the version of the advertisement comprising the first tracking mechanism; 
 based at least in part on using the first tracking mechanism, collecting by the server system data about responses related to the advertisement; 
 processing a subsequent transmission received via the network by the server system, the subsequent transmission corresponding to a subsequent request for the advertisement; and 
 in response to the subsequent request: 
 based at least in part on an evaluation of the collected data about responses related to the advertisement, selecting by the server system a second tracking mechanism, wherein the second tracking mechanism is different from the first tracking mechanism; transmitting by the server system a second version of the advertisement via the network, the second version of the advertisement comprising the second selected tracking mechanism; 
 collecting by the server system data about presentations related to the advertisement; 
 wherein the evaluation comprises evaluating by the server system the collected data about responses related to the advertisement and the collected data about presentations at least in part by determining a performance ratio between a count of presentations of the first version of the advertisement and a count of responses resulting from the presentations; and 
 wherein the selecting the second tracking mechanism corresponds to: 
 upgrading the advertisement from the first tracking mechanism to have the second tracking mechanism when the performance ratio satisfies a predetermined threshold; and 
 downgrading the advertisement from the first tracking mechanism to have the second tracking mechanism when the performance ratio does not satisfy the predetermined threshold. 
 
     
     
       2. The method of  claim 1 , wherein the estimating the likelihood of response to the advertisement based at least in part on the request comprises:
 identifying at least one characteristic of:
 a media channel for delivery of the advertisement; 
 a partner designated to deliver the advertisement; and/or 
 a customer targeted for presentation of the advertisement; 
 
 wherein the estimating the likelihood of response is based at least in part on the at least one characteristic. 
 
     
     
       3. The method of  claim 1 , wherein the selecting the second tracking mechanism corresponds to upgrading the advertisement from the first tracking mechanism to have the second tracking mechanism. 
     
     
       4. The method of  claim 1  wherein the selecting the second tracking mechanism corresponds to downgrading the advertisement from the first tracking mechanism to have the second tracking mechanism. 
     
     
       5. The method of  claim 1 , wherein the evaluation comprises evaluating by the server system the collected data about responses related to the advertisement at least in part by determining a volume and/or a frequency of responses generated from the first version of the advertisement. 
     
     
       6. The method of  claim 1 , wherein the selecting of the second tracking mechanism is based at least in part on a category of a service or product corresponding to the advertisement and/or based at least in part on a geographical area served by the advertisement. 
     
     
       7. One or more non-transitory, processor-readable media storing instructions that, when executed by a server system, cause the server system to:
 process a transmission received via a network by the server system, the transmission corresponding to a request for an advertisement; in response to the request: 
 estimate a likelihood of response to an advertisement based at least in part on the request; 
 based at least in part on the estimated likelihood of response, select a first tracking mechanism from a plurality of different tracking mechanisms; 
 transmit a version of the advertisement via the network, the version of the advertisement comprising the first tracking mechanism; 
 based at least in part on using the first tracking mechanism, collect data about responses related to the advertisement; 
 process a subsequent transmission received via the network by the server system, the subsequent transmission corresponding to a subsequent request for the advertisement; and in response to the subsequent request: 
 based at least in part on an evaluation of the collected data about responses related to the advertisement, select a second tracking mechanism, wherein the second tracking mechanism is different from the first tracking mechanism; 
 transmit a second version of the advertisement via the network, the second version of the advertisement comprising the second selected tracking mechanism; 
 collect data about presentations related to the advertisement; 
 wherein the evaluation comprises evaluating by the server system the collected data about responses related to the advertisement and the collected data about presentations at least in part by determining a performance ratio between a count of presentations of the first version of the advertisement and a count of responses resulting from the presentations; and 
 wherein the selecting the second tracking mechanism corresponds to: 
 upgrading the advertisement from the first tracking mechanism to have the second tracking mechanism when the performance ratio satisfies a predetermined threshold; and 
 downgrading the advertisement from the first tracking mechanism to have the second tracking mechanism when the performance ratio does not satisfy the predetermined threshold. 
 
     
     
       8. The one or more non-transitory, processor-readable media of  claim 7 , wherein the estimating the likelihood of response to the advertisement based at least in part on the request comprises:
 identifying at least one characteristic of:
 a media channel for delivery of the advertisement; 
 a partner designated to deliver the advertisement; and/or 
 a customer targeted for presentation of the advertisement; 
 
 wherein the estimating the likelihood of response is based at least in part on the at least one characteristic. 
 
     
     
       9. The one or more non-transitory, processor-readable media of  claim 7 , wherein the selecting the second tracking mechanism corresponds to upgrading the advertisement from the first tracking mechanism to have the second tracking mechanism. 
     
     
       10. The one or more non-transitory, processor-readable media of  claim 7 , wherein the selecting the second tracking mechanism corresponds to downgrading the advertisement from the first tracking mechanism to have the second tracking mechanism. 
     
     
       11. The one or more non-transitory, processor-readable media of  claim 7 , wherein the evaluation comprises evaluating by the server system the collected data about responses related to the advertisement at least in part by determining a volume and/or a frequency of responses generated from the first version of the advertisement. 
     
     
       12. The one or more non-transitory, processor-readable media of  claim 7 , wherein the selecting of the second tracking mechanism is based at least in part on a category of a service or product corresponding to the advertisement and/or based at least in part on a geographical area served by the advertisement. 
     
     
       13. A system comprising:
 a server system comprising one or more servers communicatively coupled to a data store, the server system further comprising memory coupled to the one or more servers and storing instructions that, when executed by the one or more servers, cause the server system to: 
 process a transmission received via a network by the server system, the transmission corresponding to a request for an advertisement; in response to the request: 
 estimate a likelihood of response to an advertisement based at least in part on the request; 
 based at least in part on the estimated likelihood of response, select a first tracking mechanism from a plurality of different tracking mechanisms; 
 transmit a version of the advertisement via the network, the version of the advertisement comprising the first tracking mechanism; based at least in part on using the first tracking mechanism, collect data about responses related to the advertisement; 
 process a subsequent transmission received via the network by the server system, the subsequent transmission corresponding to a subsequent request for the advertisement; and in response to the subsequent request: 
 based at least in part on an evaluation of the collected data about responses related to the advertisement, select a second tracking mechanism, wherein the second tracking mechanism is different from the first tracking mechanism; 
 transmit a second version of the advertisement via the network, the second version of the advertisement comprising the second selected tracking mechanism; 
 collect data about presentations related to the advertisement; 
 wherein the evaluation comprises evaluating by the server system the collected data about responses related to the advertisement and the collected data about presentations at least in part by determining a performance ratio between a count of presentations of the first version of the advertisement and a count of responses resulting from the presentations; and 
 wherein the selecting the second tracking mechanism corresponds to: 
 upgrading the advertisement from the first tracking mechanism to have the second tracking mechanism when the performance ratio satisfies a predetermined threshold; and 
 downgrading the advertisement from the first tracking mechanism to have the second tracking mechanism when the performance ratio does not satisfy the predetermined threshold. 
 
     
     
       14. The system of  claim 13 , wherein the estimating the likelihood of response to the advertisement based at least in part on the request comprises:
 identifying at least one characteristic of:
 a media channel for delivery of the advertisement; 
 a partner designated to deliver the advertisement; and/or 
 a customer targeted for presentation of the advertisement; 
 
 wherein the estimating the likelihood of response is based at least in part on the at least one characteristic. 
 
     
     
       15. The system of  claim 13 , wherein the selecting the second tracking mechanism corresponds to upgrading the advertisement from the first tracking mechanism to have the second tracking mechanism. 
     
     
       16. The system of  claim 13 , wherein the selecting the second tracking mechanism corresponds to downgrading the advertisement from the first tracking mechanism to have the second tracking mechanism. 
     
     
       17. The system of  claim 13 , wherein the selecting of the second tracking mechanism is based at least in part on a category of a service or product corresponding to the advertisement and/or based at least in part on a geographical area served by the advertisement.